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Ribena bottle wears '100% recycled' label with pride

From October, bottles of GlaxoSmithKline (GSK)s Ribena will be made from 100% recycled polyethylene terephthalate (rPET), with the information prominently on display for consumers. The move will affect all bottles of the ready-to-drink product, which already use 40% rPET. Over the next six months, GSK expects to extend this to Ribena squash bottles. The company claims this is a first for the UK soft drinks industry. Quoting research from Marks & Spencer and the Waste and Resources Action Programme (WRAP), Ribena marketing director Anne MacCaig says: With nine out of 10 consumers saying they think it would be good if packaging contained recycled plastic, were confident that they will welcome the move. Paul Davidson, plastics technology manager at WRAP, says: We carried out research to ascertain how much more likely consumers were to recycle if they knew packs contained recycled content, and the results were very strong. Announcing the recycled content on a pack is a great way of increasing future recycling rates. According to GSK, more than 60m bottles of Ribena are sold in the UK each year. The sleeve and cap will not use recycled plastics. But importantly, by moving away from polyvinyl chloride (PVC) full-length shrink-sleeves, GSK has ensured that the sleeve and bottle materials can be differentiated in automatic sorting prior to recycling. In an effort to address the issue of waste from out-of-home consumption, Ribena is now working with bottle recycling specialist Recoup in trials of four reverse vending-style collection points in UK shopping centres. The trials will run to the end of 2007. Image: Ribena recycle chart

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